001 Scbus 123 Course Outline PDF

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SCIENCE & BUSINESS WORKSHOP 1 - SCBUS 123 – Section 001 - Fall – 2020 Kashif Memon, Faculty of Science

Instructor Kashif Memon, Faculty of Science Office Hours: Tuesday, 11am – 12pm EST ONLINE Email: [email protected]; https://www.linkedin.com/in/kashifmemon/ Online Asynchronous Delivery Teaching Assistant: Esther Chung Office hours: Tuesday, Wednesday, Friday 11 am – 12 pm EST ONLINE Email: [email protected] ; https://www.linkedin.com/in/esther-chung/ Contact Policy: Welcome to this course! For any course-related questions, please contact Esther or me using our Waterloo e-mail id. We aim to respond to all e-mails and messages no later than 36 hours upon receipt (usually less). Course Commitment Expectations Students are expected to log onto Waterloo LEARN daily to check their messages and course announcements on the course site. Proactive commitment to communicating with the instructor/teaching assistant relevant to the timely completion of course-related work is expected throughout the duration of this course. Course Information This workshop is a place for exchanging ideas between all participants. In this introductory Business Development Workshop, you will learn how to go about understanding and generating business development ideas. Through the development of a full-fledged marketing plan for your product you will participate in the planning and preparation of your own Business Development Strategy. You will consider the overall impact this change will have on your development as a Science and Business student. Subsequently you will place yourself as a manager and a scientist commercializing or having an interest in bringing your product or service to the market (in the hands of the CONSUMER). This is so because many managers especially in technology focused companies are facing the challenges of having to market their products and services in the marketplace. Remember that every time you promote your product the first question asked is do you have a strategy? This course will be the first step in developing a strategic plan. Course Outline 1. The Product 2. Marketing Research 3. Define Product and Marketing: The 4 C’s and 7 P’s 4. Strategic Planning: SWOT Analysis 5. Measuring your product’s demand: Market Demand 6. Scan the market: PEST analysis 7. Analyze the consumer behaviour and segment your market

8. Analyze business behaviour and business markets 9. Competitor Analysis: Porter’s Model 10. Selecting Target Markets 11. Positioning your product over the life cycle 12. Manage your Product 13. Pricing Strategies 14. Manage Channels 15. Develop new offerings 16. Global Market Offerings * While every attempt will be made to keep to the schedule listed above, circumstances may necessitate modifications throughout the semester. The Agenda The workshop comprises a mixture of lectures, case studies, assignments, projects, and online Q & A tutorial sessions. Through case study discussions you will be exposed to new ideas and practices in product development strategy and marketing from around the world. This workshop takes you even with little or no prior strategy or marketing knowledge through the basic principles, in a way that equips you to develop your own forceful strategic plans. Format The course combines asynchronous lectures with case study analysis, online discussion boards, and class assignments. There will be specified assigned cases every week. It is expected that the cases are read and understood in advance of the class. Evaluation Weight

Assignment 1 (Individual based) 19% LinkedIn Account (must add Instructor and TA to get 1%) 1% Due Date: Oct 4th, 2020 by 11:59pm EST Assignment 2 (Individual based) 20% Due Date: Nov 8th, 2020 by 11:59pm EST Case Study Analysis (Group Based) – Weekly as per Schedule below [Virtual Analysis by groups] 10% Surprise Product/Service and Analysis Discussion Board (Individual and Group Based) – Weekly as per Schedule below Each group will come up with a surprise product/service of their own choice from the existing market targeting a specific segment. Groups must use STATISTICAL data to support arguments. Please see details on LEARN. 15% (6 % individual mark, 9% group mark) Final Project Written Report (Individual and Group Based) 25% (17.5% individual, 7.5% group) Please see Project Sheet on LEARN. It contains very important information on responsibilities of each team member within the project. Due Date: Nov 29th, 2020 by 11:59pm EST Final Project Group Presentation (Group Based) [Presentations will be made in the last weeks of the term. Guidelines will be given with the project sheet] 10% Due Date: Dec 6th, 2020 by 11:59pm EST

Note: All assignments and Projects will only be accepted through submission via proper drop box on LEARN. The TA will not accept them through email or fax.

Total: 100% Required Course Ware SCBUS 123: Marketing; Grewal, 4th ed. AVAILABLE AT UW BOOK STORE Please note: Use of book terms is mandatory in all class activities and assignments. Any individual and group that does not use book terms will be penalized 50% marks from all activities. This will be observed by the professor, the class TA and strictly enforced.

Asynchronous learning sessions via LEARN will occur during the course. Students are required to review asynchronous sessions and required to contribute to group work activities with their group members. The sessions are recorded and will be made available via the LEARN platform.

Course Policies: 1. Important Notice regarding Attendance, Assignments & Discipline - Please Read It is noted that sometimes events occur which are beyond a student’s control. The following procedures is for your guidance:  Assignments are due at the specified due date set by the professor in the course guides or the deadline set by the drop box in LEARN.  If an assignment is going to be late, a 0 will be awarded. Because you have access to all due dates from the first day of class, exceptions to this rule are for medical related absences only. This includes illness requiring the care of a doctor clearly prescribing your time off or absences covered by accommodation arrangements from Accessibility Services. Documentation must be submitted to the instructor within five working days of the missed /course work deadline or examination. To qualify as medical absence student shall notify the professor and TA via email, twenty-four (24) hours prior to the due date of the assessment. A verification of illness (VIF) form is required. All other late submissions/absences from VIRTUAL RECORDED components are considered unauthorized and will result in a zero (0) grade. Final Projects handed in late will not be accepted and a ZERO will be awarded to the whole group. Any activity like online presentations, surprise products, debates, case study presentations, missed/absence will also be awarded a ZERO mark. Virtual RECORDED presentations & Final Project Presentations require presence of all groups and their members in the video. If you are absent you will lose all marks for your final group presentation.

2. Group Dynamics This course has a very strong group work component because business professionals often work in teams and you will be trained in group dynamics from the very first term. This course trains you in group and time management and hence you will find yourself in a self managed setting. Group members may divide the responsibility for particular parts of the report and assign a part or parts to individual group members. The professor will divide you in groups and it is the responsibility of each student to contribute to the success of their assigned group. If a student is found not pulling their assigned weight and proper proof is presented by other members to the Professor, then the case may be of dismissal of the noncontributing individual. If a student is dismissed from the group, they will receive a grade of ZERO in that particular group work related component. If it is found that collusion has taken place between members of any group, then the whole group will receive a penalty of 15% from the total course 100%. This matter will be reported to the Associate Dean for further disciplinary action.

You have been divided into groups. Please note that these groups will remain permanent for the duration of the term. Please find the groups in LEARN and contact the TA if you have any questions – [The same Case Study class groups will work on Projects]. Each group is responsible that each member contributes fairly to group activities. As an individual team member, your responsibilities include serving as a team player. If any member does not contribute it is the responsibility of the group to notify the instructor immediately. 3. Note: All assignments and projects will be submitted as electronic copies in the assignments drop box created within LEARN. 4. All work must be properly referenced in APA format. No other format will be acceptable and a ZERO will be awarded. If you do not know how to reference in APA, then consult: https://uwaterloo.ca/writing-and-communication-centre/resources-apa-style-citation or see me or the TA. 5. University Policies Academic Calendar: http://ugradcalendar.uwaterloo.ca/group/SCI-Science-and-Business3 Important Dates: https://uwaterloo.ca/registrar/important-dates/calendar

6. Academic Integrity In order to maintain a culture of academic integrity, members of the University of Waterloo are expected to promote honesty, trust, fairness, respect, and responsibility. Discipline: A student is expected to know what constitutes academic integrity, to avoid committing academic offences, and to take responsibility for his/her actions. A student who is unsure whether an action constitutes an offence, or who needs help in learning how to avoid offences (e.g., plagiarism, cheating) or about “rules” for group work/collaboration should seek guidance from the course professor, academic advisor, or the Office of Academic Integrity. When misconduct has been found to have occurred, disciplinary penalties will be imposed under Policy 71 – Student Discipline. For information on categories of offenses and types of penalties, students should refer to Policy 71 - Student Discipline, http://www.adm.uwaterloo.ca/infosec/Policies/policy71.htm Any evidence of plagiarism, cheating will be reported to the Associate Dean of Science. Grievance: A student who believes that a decision affecting some aspect of his/her university life has been unfair or unreasonable may have grounds for initiating a grievance. Read Policy 70 - Student Petitions and Grievances, Section 4, http://www.adm.uwaterloo.ca/infosec/Policies/policy70.htm Appeals: A student may appeal the finding and/or penalty in a decision made under Policy 70 - Student Petitions and Grievances (other than regarding a petition) or Policy 71 - Student Discipline if a ground for an appeal can be established. Read Policy 72 - Student Appeals, http://www.adm.uwaterloo.ca/infosec/Policies/policy72.htm Academic Integrity tutorial: http://www.lib.uwaterloo.ca/ait/index.html Academic Integrity Office (UW): http://uwaterloo.ca/academicintegrity/ 7. Accommodation for Students with Disabilities

Note for students with disabilities: The Office for Persons with Disabilities (OPD), located in Needles Hall, Room 1132, collaborates with all academic departments to arrange appropriate accommodations for students with disabilities without compromising the academic integrity of the curriculum. If you require academic accommodations to lessen the impact of your disability, please register with the OPD at the beginning of each academic term.

Schedule: 1. September 08 to September 11 Introduction, chapter #1, #2, #3 and Group Formation 2. September 14 to September 18 Introduction, chapter #4, #5 and #6 3. September 21 to September 25 Chapter #7, #8, and #9 CASE 1 (STARBUCKS; P. 23; Group 1) CASE 2 (FROZEN YOGURT BATTLE; P. 54; Group 2) CASE 3 (LEVI STRAUSS; P. 154; Group 3) Case Study Presentations for Groups 1, 2, 3 are due September 25th, 11:59 pm EST. Project Topics to be thought out and discussion started with TA/professor. You will ONLY have from September 21st to October 9th to discuss your final project topics with the TA and Professor. You MUST receive confirmation by October 9 th, 5:00 pm EST. Failure to do so will result in a penalty of 10 marks per day from 100 marks for the entire course.

4. September 28 to October 02 Chapter #10 and #11 CASE 4 (Netflix; P. 188; Group 4) CASE 5 (GOOGLE GLASS; P. 261; Group 5) CASE 6 (ZARA; P. 385; Group 6) Case Study Presentations for Groups 4, 5, 6 are due October 2nd, 11:59 pm EST.

5. October 05 to October 09 Chapter # 12 and #13 CASE 7 (ALDO; P. 417; Group 7) CASE 8 (VOLVO; P. 452; Group 8) CASE 9 (MASTERCARD; P. 484; Group 9) Case Study Presentations for Groups 7, 8, 9 are due October 9th, 11:59 pm EST.

Project Topics must be approved and confirmed by the TA and Professor by October 9th at 5:00 pm EST. Any group that fails to get their product/service approved by October 9th at 5:00 pm EST will lose 10 marks per day from 100 marks for the entire course. Please note that this is not 10 marks from the assignment, but from the entire course.

READING WEEK - Fall 2020 Saturday, October 10, 2020 to Sunday, October 18, 2020

Once final project topics are approved, each group must email the whole class (cc the TA and Professor) via the email class function on LEARN by October 18 th, 2020, 11:59 pm EST. Any group that fails to send their emails about their final project topics to the entire class (cc the TA and Professor) by October 18th, 2020 at 11:59 pm EST will lose 10 marks per day from 100 for the course. Please note that this is not 10 marks from the assignment, but from the entire course.

6. October 19 to October 23 Chapter #14, #15, and 16 CASE 10 (RED BULL; P. 514; Group 10) CASE 11 (THE HAMBURGER; P. 548; Group 11) CASE 12 (AUTOtrader.com; P. 222; Group 12) Case Study Presentations for Groups 10, 11, 12 are due October 23rd, 11:59 pm EST.

Final surprise products to be finalized and approved by TA and Professor by October 25th, 2020, 5:00 pm EST. Any group that fails to get their product/service posted/approved by October 25th, 2020, 5:00 pm EST will lose 10 marks per day from 100 for the course. Please note that this is not 10 marks from the assignment, but from the entire course.

7. October 26 to October 30 Project Preparation & Discussion 8. November 02 to November 06 ONLINE GROUP SURPRISE PRODUCT AND ANALYSIS PRESENTATION Groups 1, 2, 3, 4 9. November 09 to November 13 ONLINE GROUP SURPRISE PRODUCT AND ANALYSIS PRESENTATION

Groups 5, 6, 7, 8 10. November 16 to November 20 ONLINE GROUP SURPRISE PRODUCT AND ANALYSIS PRESENTATION Groups 9, 10, 11, 12

11. November 23 to November 27 Final Project Report Submission due by November 29 12. November 30 to December 04 Final Project Recorded Presentations Due by December 06

Please see LEARN for detailed instructions...